Being Yourself

As Usher’s Head of Social for almost 2 years, these videos created some of the largest growth and engagement his channels had seen.

Roles

My Role: Director + Videographer (Shot on iPhone) | Editor: Jordan Wright

Project Context

Shortly after his success on NBC’s, “The Voice”, and my finale strategy that sealed the win, I made a trip to Atlanta with Usher’s photographer, Jordan Wright, to explore some ideas within the comfort of the artist’s home. We went on to shoot a victory celebration and a series of videos around the NBA playoffs—both of which were trending at the time. His sense of humor shined and the fans loved it. See the results below.

Results:

• Established short-form original video as a content type with an average reach 10x greater than that of photo on Usher's Facebook page

• Increased retention rates significantly with the average viewing duration exceeding 90%